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The premiere of the third season of “The White Lotus” on February 16 has sparked a notable increase in social media discussions about travel to Thailand, with conversations rising by 60%. According to data analyzed by Sprout Social, this surge reflects social media activity during the three days surrounding the show’s debut.
HBO’s award-winning series has already established a pattern of boosting tourism to its filming locations—this time focusing on Koh Samui, a Thai island expected to draw an influx of visitors, similar to past seasons that showcased Maui, Hawaii, and Sicily, Italy.
This phenomenon has been coined the “White Lotus effect,” highlighting the show’s remarkable influence on travel trends. From February 16 to 26, “The White Lotus” was referenced approximately 1.4 million times by nearly half a million unique users online, with a significant portion of discussions originating from Thailand (86,016 mentions), followed by the United States and Brazil, according to Sprout Social’s findings shared with CNBC Travel.
The engagement levels were impressive, with over 8.4 million interactions recorded, predominantly positive in nature—85% of comments were favorable overall. In posts specifically mentioning Thailand, positive sentiment soared to 99%. This expansive reach underscores the cultural impact of the series, as noted by Sprout Social’s director of social media, Rachael Goulet.
“There were more than 775 million instances of conversations incorporating both ‘The White Lotus’ and Thailand,” Goulet stated. “To put that in perspective, this potential reach far exceeds the U.S. population, reflecting a significant social media trend and a broader cultural moment.”
The analysis encompassed data from social platforms such as X, YouTube, Reddit, and Tumblr.
Travel apps indicate that discussions surrounding the series aren’t merely about entertainment; they’re effectively incentivizing travel plans to Thailand. Reports highlight a significant spike in interest surrounding Koh Samui’s Four Seasons Resort, the show’s primary filming venue, which experienced a 370% increase in search interest in Hong Kong just a month prior to the new season. Post-premiere, requests for trips to Koh Samui surged sharply as well: 115% in Singapore, 95% in the U.S., and 70% in Australia, according to Expedia.
Bookings are also reflecting this shift. Trip.com reported nearly a 30% year-on-year increase in flight and hotel reservations for Koh Samui since the season launch, with prominent contributions coming from travelers in Germany, the United Kingdom, and France. Furthermore, the “White Lotus effect” appears to be extending beyond Koh Samui to other locations in Thailand, as short-term rental bookings jumped by 500% in the two days following the premiere compared to a year earlier. Nightly rates for such rentals have also seen a 28% increase compared to February 2023.
Average hotel rates climbed by 10% during the two weeks leading up to the season’s release, building on an upward trend driven by post-pandemic travel recovery. Interestingly, the influence of “The White Lotus” is even felt internationally, with a 16% increase in reservations at Thai restaurants across the United States following the premiere, according to OpenTable.
Concerns about Overtourism
Dr. Guy Llewellyn, an assistant professor at EHL Hospitality Business School, emphasizes the significant impact of pop culture on travel trends, particularly among younger demographics who seek inspiration for their travel through social media. However, he warns of the challenges posed by “screen tourism,” drawing comparisons to previous instances of surging tourist interest leading to detrimental effects on local ecosystems.
He referenced the film “The Beach,” starring Leonardo DiCaprio, which led to a dramatic rise in visitors to Maya Bay, resulting in substantial environmental harm and prompting its temporary closure for rehabilitation in 2018.
“While increased tourism has economic benefits, an uncontrolled influx can result in overtourism, escalating costs for local residents, and environmental degradation,” Llewellyn explained, suggesting that Thailand should be proactive in managing these trends. To address potential challenges, he advocates for promoting lesser-known destinations and off-peak travel times, as well as considering visitor permits for sensitive areas.
“Ultimately, the ‘White Lotus Effect’ offers Thailand a unique chance to reshape its tourism narrative,” he concluded.
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